Be That Woman
Washington Area Women's Foundation

Be That Woman

The Women’s Foundation faced record demand for services, yet charitable giving was way down. They needed to energize a wider audience. So we built a movement around the insight that everyone has a woman in their life who’s made a difference – a woman they could strive to emulate.

We avoided sob stories and fundraising clichés to create a heartwarming, sharable video depicting one woman’s journey from vulnerability to strength. 

That year, The Women’s Foundation raised as much as the previous three years combined, winning a National Effie for effectiveness.

Let's make some good.

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